An examination of performance-based marketing on brand growth: A case study of an online marketplace in Abuja, Nigeria.
An examination of performance-based marketing on brand growth: A case study of an online marketplace in Abuja, Nigeria.
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Table of Content: Available
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NGN 5000
Background of the study:
Performance-based marketing has emerged as an essential strategy for driving brand growth in the digital era. This study examines how performance-based marketing initiatives, including affiliate marketing, PPC campaigns, and data-driven content strategies, contribute to brand growth for an online marketplace in Abuja. By focusing on measurable outcomes such as click-through rates, conversion rates, and customer acquisition costs, performance-based marketing offers a clear framework for scaling brand presence (Afolabi, 2023). The study explores how the integration of performance data into marketing strategies enables more precise targeting and more effective use of advertising budgets. As competition intensifies in the online marketplace, understanding the impact of performance-based strategies on brand growth becomes crucial for sustained success (Ibrahim, 2024). The research provides a comprehensive analysis of the link between performance metrics and brand development, drawing on recent case studies and empirical data to illustrate how these strategies drive market expansion and long-term brand equity (Okeke, 2023).
Statement of the problem:
Online marketplaces in Abuja often struggle to achieve consistent brand growth despite investing in performance-based marketing. Inadequate data interpretation, ineffective campaign targeting, and inconsistent strategy execution are key challenges that hinder the translation of marketing efforts into measurable brand expansion. This study aims to address these issues by identifying the obstacles that impede performance-based marketing success and proposing data-driven strategies to facilitate brand growth (Chinwe, 2023).
Objectives of the study:
To assess the impact of performance-based marketing on brand growth.
To identify critical performance indicators that drive brand expansion.
To recommend strategies for optimizing performance-based marketing for sustained brand growth.
Research questions:
How does performance-based marketing influence brand growth?
What performance metrics are most critical for driving brand expansion?
How can online marketplaces optimize their marketing strategies for improved brand growth?
Significance of the study
This study is significant as it links performance-based marketing efforts to tangible brand growth outcomes for online marketplaces in Abuja. The findings provide valuable insights for digital marketers, helping them to refine their strategies, allocate budgets efficiently, and achieve long-term brand development. The research contributes to academic literature and offers practical recommendations for industry practitioners seeking to enhance brand equity through data-driven marketing (Adeniran, 2023).
Scope and limitations of the study:
The study is limited to the performance-based marketing practices of a single online marketplace in Abuja. It focuses exclusively on brand growth and does not consider other business performance indicators.
Definitions of terms:
Performance-Based Marketing: Marketing strategies that focus on achieving measurable outcomes (Obi, 2023).
Brand Growth: The increase in brand recognition and market share over time (Ibrahim, 2023).
Online Marketplace: A digital platform that connects buyers and sellers for commercial transactions (Chukwu, 2023).
